I think it’s safe to say that most people now understand the main pieces of the Facebook platform: posting, liking, sharing and ads. Unfortunately for those who seem to be out of breath trying to keep up, this is only the start. Get ready to go a few more miles because the world of Facebook is about to get a lot more complicated.

Dr. David Dao’s de-planing of United Flight 3411 from Chicago to Louisville has made its way across the internet in what seems like record speed. United was first alerted to the incident, which took place Sunday evening, April 9 via Twitter minutes after it happened. The shocking and disturbing video was being passed around Facebook that night by millions of American’s sitting on their couches with their phones. It became part of casual, workplace conversation by Tuesday and even worked itself into a Saturday Night Live sketch by Saturday. From incident to national attention in six days.